Understanding marketing metrics

What marketing metrics do you need to help you improve your business ROIs?

There is a saying, often attributed to Galileo, that says: “Measure what is measurable and make measurable.”

It is all too easy to measure the wrong thing – the difference between marketing analytics and marketing metrics needs to be clear, and often businesses can get caught up with measuring what many marketeers describe as ‘vanity metrics’. Counting followers and likes to a post may seem important, for example, but surely what really matters is the meaningful engagement and return you’re getting for your time and your budget.

What metrics should I be measuring in my marketing?

Analytics deal with data at a high level, usually combining tangibles and intangibles, using historic and current data. Google Analytics, Good Search Console and SEMRush are common examples of dashboards that will push these analytics out for you.

Metrics are normally understood as counting, tracking and communicating data that has been gathered from a specific situation. It could be market share, market growth, brand penetration, customer profile metrics, margin, growth rates, net sales, customer retention, impressions, or click through rate, for example.

Need help understanding marketing metrics?

If you’re struggling with knowing what to measure in your marketing, or are getting caught up with reporting for what feels like ‘for the sake of reporting’, get in touch. We can work with you to really understand your marketing and sales goals in order to help identify the specific marketing metrics that will make a difference to your business. We can offer this as a one off training or work with you over a set period of time to help you get your marketing metrics set up and providing the clarity you need to produce brilliant marketing for your business.